Nielsen, CIMM partner for mobile TV audience measurement

Consumer information and insight provider Nielsen and the Coalition for Innovative Media Measurement (CIMM) have formed an Innovation Committee designed to collaborate on Nielsen’s mobile Television Audience Measurement initiative (mTAM).

Nielsen and CIMM will further develop and test different approaches to television audience measurement using both passive and active applications on mobile phones, tablets, and through an online website, mirroring how individuals use technology throughout the day. This initiative will transform self-reported viewing by taking full advantage of technology consumers use day-to-day as well as improve measurement among younger adults. The initial focus will be on local media markets.

Nielsen is currently testing a smart phone/tablet application to record television viewing information. A more traditional online website version that mirrors the app is also available. The multiple access points reflect the changing ways audiences interact with technology and create increased opportunities to reach viewers where they consume content.

“The multi-access point approach allows people to enter information throughout their day on whichever type of device they choose or is readily at hand in the moment,” said Michael Link, Nielsen’s Chief Methodologist, who is overseeing this area of research. “In that way, we increase the number of people who can participate and expect to improve compliance to ensure we are capturing all of their viewing.”

“CIMM is pleased to collaborate with Nielsen’s mTAM initiative to pilot test smartphones and tablets as both passive and active data collection devices, with the goal of continuously improving measurement of TV viewing in local markets,” said Jane Clarke, Managing Director of CIMM.

CIMM and Nielsen will initially focus on early-stage proof of concept tests (POC) to assess the utility of multi-platform solutions. They will further collaborate on the future direction of the mTAM initiative as well as other relevant POCs being conducted, and CIMM will provide valuable input on the future direction of mTAM, ensuring that Nielsen measurement services provide robust results and meet the evolving needs of the television marketplace.

Audrey Steele, SVP Sales Research & Marketing at Fox Broadcasting Company, a CIMM Member company, said that accurately measuring and monetising audiences was increasingly critical as viewer behaviour becomes more complex and fragmented. “This is of particular concern in the local markets, where relatively small sample sizes can yield inconsistent results. CIMM and Nielsen’s push to lever the power of mobile technology to enable more representative audience measurement is a welcome step in the right direction,” she stated.